Campaign details
Brand: Mahindra AutoBrand owner: Mahindra & MahindraEntrant company: DDB Mudra - IndiaIdea creation: DDB Mudra Group MumbaiMarket: AsiaSector: AutomotiveMedia channels: Word of mouth, Influencers, KOLs, Online videoBudget: Up to 500k
Executive summary
The challenge
The armed forces do not feature very high up in the priority lists of India's otherwise caring youth, so how could passenger and commercial vehicle manufacturer Mahindra (long associated with the country's armed forces) get them to care about these jawans?
The insight
Love for jawans is triggered by...